Unilever ups focus on direct to consumer as online sales surge

Unilever’s ecommerce business grew rapidly in 2020 as it capitalised on online demand, which grew as a result of lockdown measures. It now plans to continue upgrading its direct to consumer operation – one of its five strategic pillars for growth – drawing on consumer...

Huawei shifts global marketing focus to long-term brand building

Allowing the global organisation to focus on the long term has enabled local country teams to focus on “survival” and the short term. Chinese smartphone brand Huawei shifted the focus of its global marketing team to long-term growth and brand building last year, as it...

Channel 4 reveals new brand purpose in digital focus

Channel 4 has revealed a new brand purpose as part of a five-year strategy that aims to focus the broadcaster on digital audiences and revenue streams amid shifting viewer habits and growing competition. Launched at an event earlier today by CEO Alex Mahon, Channel...